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Interactive Shopping: How Instacart is Changing the Game with Smart Carts · Omni Talk Retail

• 0:00
  Instacart
• 0:01
  has
• 0:01
  added
• 0:01
  games
• 0:02
  and
• 0:02
  personalized
• 0:02
  coupons
• 0:03
  to
• 0:04
  its
• 0:04
  smart
• 0:04
  cards.
• 0:05
  Do
• 0:05
  you
• 0:05
  think
• 0:06
  the
• 0:06
  Instacart
• 0:06
  people
• 0:06
  can
• 0:07
  hear
• 0:07
  us
• 0:07
  over
• 0:07
  there?
• 0:07
  I
• 0:08
  think
• 0:08
  they
• 0:08
  can.
• 0:08
  I
• 0:09
  think
• 0:09
  they
• 0:09
  can.
• 0:09
  I
• 0:09
  think
• 0:09
  they
• 0:09
  should.
• 0:10
  Come
• 0:10
  on
• 0:10
  over.
• 0:10
  We're
• 0:10
  talking
• 0:11
  about
• 0:11
  you,
• 0:11
  Instacart.
• 0:12
  Come
• 0:12
  on
• 0:12
  over
• 0:12
  because
• 0:13
  we're
• 0:13
  gonna
• 0:13
  tell
• 0:13
  it
• 0:13
  like
• 0:13
  it
• 0:14
  is.
• 0:14
  All
• 0:14
  right.
• 0:14
  According
• 0:15
  to
• 0:15
  Grocery
• 0:15
  Dive,
• 0:16
  Instacart
• 0:16
  announced
• 0:17
  Monday
• 0:17
  three
• 0:18
  new
• 0:18
  capabilities
• 0:18
  for
• 0:19
  its
• 0:19
  tech
• 0:19
  integrated
• 0:20
  shopping
• 0:20
  carts.
• 0:21
  And
• 0:21
  are
• 0:21
  you
• 0:21
  ready?
• 0:22
  One,
• 0:22
  gamification.
• 0:23
  Yes.
• 0:24
  Two,
• 0:24
  location
• 0:25
  based
• 0:25
  coupons.
• 0:26
  I
• 0:26
  like
• 0:26
  coupons.
• 0:27
  And
• 0:27
  three,
• 0:28
  quote,
• 0:28
  aisle
• 0:29
  aware
• 0:30
  advertising
• 0:30
  format.
• 0:31
  With
• 0:32
  the
• 0:32
  new
• 0:32
  features,
• 0:32
  customers
• 0:33
  can
• 0:33
  embark
• 0:33
  on
• 0:34
  interactive,
• 0:34
  quote,
• 0:35
  gamified
• 0:36
  quests
• 0:37
  that
• 0:37
  Instacart
• 0:37
  says
• 0:38
  will
• 0:38
  make
• 0:38
  grocery
• 0:38
  shopping
• 0:39
  feel
• 0:40
  like
• 0:40
  an
• 0:40
  adventure.
• 0:41
  Yeah,
• 0:41
  I
• 0:41
  can't
• 0:42
  wait
• 0:42
  for
• 0:42
  that.
• 0:42
  And
• 0:43
  yes,
• 0:44
  this
• 0:44
  is
• 0:44
  also
• 0:44
  our
• 0:45
  put
• 0:45
  you
• 0:45
  on
• 0:45
  the
• 0:45
  spot
• 0:46
  question
• 0:46
  of
• 0:46
  the
• 0:47
  week,
• 0:47
  which
• 0:47
  for
• 0:47
  those
• 0:47
  of
• 0:47
  you
• 0:47
  who
• 0:47
  have
• 0:48
  not
• 0:48
  heard
• 0:48
  our
• 0:48
  podcast,
• 0:49
  is
• 0:49
  the
• 0:49
  question
• 0:49
  that
• 0:50
  we
• 0:50
  get
• 0:50
  on
• 0:51
  the
• 0:51
  spot
• 0:51
  from
• 0:51
  the
• 0:51
  A
• 0:52
  and
• 0:52
  M
• 0:52
  consumer
• 0:52
  and
• 0:52
  retail
• 0:53
  group
• 0:53
  each
• 0:53
  and
• 0:53
  every
• 0:54
  week.
• 0:54
  And
• 0:54
  here
• 0:55
  it
• 0:55
  is.
• 0:56
  This
• 0:56
  week
• 0:57
  you
• 0:57
  interviewed
• 0:58
  Instacart's
• 0:59
  chief
• 0:59
  connected
• 1:00
  stores
• 1:00
  officer
• 1:01
  at
• 1:01
  grocery
• 1:01
  shop,
• 1:01
  Mister
• 1:02
  David
• 1:02
  McIntosh.
• 1:03
  We
• 1:03
  did.
• 1:03
  And
• 1:04
  discussed
• 1:04
  these
• 1:04
  enhancements
• 1:05
  from
• 1:06
  that
• 1:06
  conversation.
• 1:07
  Do
• 1:07
  you
• 1:07
  believe
• 1:08
  that
• 1:08
  Capercart's
• 1:09
  gamification
• 1:10
  is
• 1:10
  an
• 1:10
  effective
• 1:11
  way
• 1:11
  to
• 1:11
  get
• 1:11
  consumers
• 1:12
  over
• 1:12
  the
• 1:12
  hump
• 1:13
  of
• 1:13
  using
• 1:13
  smart
• 1:13
  carts?
• 1:14
  And
• 1:15
  can
• 1:15
  they
• 1:15
  truly,
• 1:16
  joyfully
• 1:17
  enhance
• 1:17
  two
• 1:18
  adverbs,
• 1:18
  truly,
• 1:19
  joyfully
• 1:19
  enhancement
• 1:20
  the
• 1:20
  standard
• 1:20
  grocery
• 1:21
  trip,
• 1:21
  which
• 1:21
  has
• 1:22
  been
• 1:22
  historically
• 1:22
  thought
• 1:23
  of
• 1:23
  as
• 1:23
  mundane
• 1:24
  and
• 1:24
  one
• 1:24
  to
• 1:24
  get
• 1:25
  through
• 1:25
  as
• 1:25
  quickly
• 1:26
  as
• 1:26
  possible?
• 1:27
  Okay,
• 1:28
  so
• 1:28
  this
• 1:28
  is
• 1:28
  a
• 1:29
  very
• 1:30
  multi
• 1:30
  part
• 1:31
  question
• 1:31
  here,
• 1:31
  so
• 1:32
  let
• 1:32
  me
• 1:32
  break
• 1:32
  this
• 1:32
  down
• 1:33
  quickly.
• 1:33
  Number
• 1:34
  one,
• 1:34
  do
• 1:34
  I
• 1:34
  think
• 1:34
  that
• 1:34
  gamification
• 1:35
  is
• 1:35
  going
• 1:35
  to
• 1:35
  get
• 1:36
  people
• 1:36
  over
• 1:36
  the
• 1:36
  hump?
• 1:37
  That's
• 1:37
  a
• 1:38
  stretch
• 1:38
  for
• 1:38
  me.
• 1:38
  I
• 1:39
  think
• 1:39
  that
• 1:39
  once
• 1:40
  they
• 1:40
  use
• 1:40
  it,
• 1:42
  then
• 1:42
  yes,
• 1:42
  you
• 1:43
  still
• 1:43
  got
• 1:43
  to
• 1:43
  get.
• 1:43
  People
• 1:43
  to
• 1:43
  use
• 1:43
  it.
• 1:43
  I
• 1:44
  think,
• 1:44
  like,
• 1:44
  like
• 1:44
  we
• 1:45
  talked
• 1:45
  to
• 1:45
  David
• 1:45
  about
• 1:45
  yesterday,
• 1:46
  like,
• 1:47
  yes,
• 1:47
  if
• 1:47
  you
• 1:47
  can
• 1:47
  get
• 1:48
  a
• 1:48
  streak
• 1:48
  going,
• 1:49
  yes,
• 1:49
  I
• 1:50
  would
• 1:50
  start
• 1:50
  to
• 1:50
  use
• 1:50
  the
• 1:51
  cart
• 1:51
  more
• 1:51
  frequently.
• 1:52
  I
• 1:52
  mean,
• 1:52
  all
• 1:52
  the
• 1:52
  data
• 1:53
  that
• 1:53
  instacarts
• 1:54
  put
• 1:54
  together
• 1:54
  shows
• 1:55
  that
• 1:55
  once
• 1:55
  you
• 1:55
  start
• 1:56
  using
• 1:56
  these
• 1:56
  carts,
• 1:56
  you
• 1:56
  continue
• 1:57
  to
• 1:57
  use
• 1:57
  them.
• 1:57
  The
• 1:57
  NPR
• 1:58
  or
• 1:58
  NP's
• 1:59
  score
• 1:59
  is
• 1:59
  high.
• 2:00
  People
• 2:01
  get
• 2:01
  value
• 2:01
  from
• 2:02
  being
• 2:02
  served
• 2:02
  up
• 2:03
  coupons
• 2:03
  in
• 2:03
  real
• 2:03
  time
• 2:04
  as
• 2:04
  they're
• 2:04
  walking
• 2:04
  through
• 2:04
  the
• 2:04
  store.
• 2:05
  So
• 2:05
  I
• 2:06
  like
• 2:06
  this
• 2:06
  idea.
• 2:07
  I
• 2:07
  still
• 2:07
  think
• 2:07
  that
• 2:08
  from
• 2:08
  the
• 2:08
  retailers
• 2:09
  that
• 2:09
  we
• 2:09
  talked
• 2:09
  to
• 2:09
  that
• 2:09
  are
• 2:10
  using
• 2:10
  them,
• 2:10
  it's
• 2:10
  still
• 2:11
  getting
• 2:11
  people
• 2:11
  to
• 2:12
  use
• 2:12
  them.
• 2:12
  So
• 2:13
  that's
• 2:13
  number
• 2:13
  one.
• 2:14
  Right.
• 2:15
  I
• 2:15
  think
• 2:16
  that
• 2:16
  it
• 2:16
  will
• 2:16
  enhance
• 2:17
  the
• 2:17
  grocery
• 2:17
  shopping
• 2:18
  trip
• 2:18
  because
• 2:19
  you're
• 2:19
  getting
• 2:20
  money
• 2:21
  back
• 2:21
  in
• 2:21
  real
• 2:22
  time.
• 2:22
  It's
• 2:23
  helping
• 2:23
  you
• 2:23
  get
• 2:23
  through
• 2:23
  the
• 2:24
  store.
• 2:24
  And
• 2:25
  we
• 2:25
  both
• 2:25
  looked
• 2:26
  at
• 2:26
  the
• 2:26
  cart
• 2:26
  yesterday.
• 2:27
  I
• 2:27
  have
• 2:27
  to
• 2:27
  say
• 2:28
  we're
• 2:28
  going
• 2:28
  to
• 2:28
  be
• 2:28
  on
• 2:29
  stage
• 2:29
  later
• 2:29
  today
• 2:29
  talking
• 2:30
  about
• 2:30
  what
• 2:30
  our
• 2:30
  most
• 2:31
  surprising
• 2:32
  technology
• 2:33
  is
• 2:33
  of
• 2:33
  the
• 2:34
  show.
• 2:34
  And
• 2:35
  the
• 2:35
  caper
• 2:35
  cart
• 2:35
  is
• 2:36
  one
• 2:36
  of
• 2:36
  my
• 2:36
  most
• 2:36
  surprising
• 2:37
  technologies.
• 2:38
  I've
• 2:38
  kind
• 2:38
  of
• 2:38
  written
• 2:38
  it
• 2:38
  off,
• 2:39
  and
• 2:39
  now
• 2:39
  we're
• 2:39
  looking
• 2:39
  at
• 2:40
  it
• 2:40
  again
• 2:40
  and
• 2:40
  seeing
• 2:40
  the
• 2:40
  benefits
• 2:41
  that
• 2:41
  it's
• 2:41
  providing.
• 2:42
  I
• 2:43
  would
• 2:43
  say
• 2:43
  overall,
• 2:44
  I
• 2:44
  think
• 2:44
  that,
• 2:45
  yes,
• 2:45
  this
• 2:45
  is
• 2:45
  going
• 2:46
  to
• 2:46
  be
• 2:46
  a
• 2:46
  more
• 2:47
  joyful
• 2:47
  shopping
• 2:48
  experience.
• 2:48
  Gamification
• 2:49
  is
• 2:49
  a
• 2:49
  cool
• 2:50
  way
• 2:50
  to
• 2:50
  do
• 2:50
  it.
• 2:50
  It's
• 2:51
  still
• 2:51
  going
• 2:51
  to
• 2:51
  take
• 2:52
  some
• 2:52
  effort,
• 2:52
  though,
• 2:52
  to
• 2:53
  get
• 2:53
  mass
• 2:54
  adoption
• 2:55
  and
• 2:55
  scale.
• 2:56
  What
• 2:56
  do
• 2:56
  you
• 2:57
  think,
• 2:57
  though?
• 2:57
  Yeah,
• 2:58
  the
• 2:58
  cart's
• 2:58
  growing
• 2:59
  on
• 2:59
  me.
• 2:59
  It
• 2:59
  really
• 2:59
  is.
• 3:00
  The
• 3:00
  whole
• 3:00
  idea.
• 3:00
  Yeah.
• 3:01
  And
• 3:01
  you
• 3:01
  know
• 3:01
  what?
• 3:01
  You
• 3:01
  know
• 3:01
  what?
• 3:02
  One
• 3:02
  of
• 3:02
  the
• 3:02
  most
• 3:02
  interesting
• 3:03
  sessions
• 3:03
  that
• 3:03
  I
• 3:03
  sat
• 3:03
  in
• 3:04
  was
• 3:04
  when
• 3:05
  Pepsi's
• 3:05
  vp
• 3:05
  of
• 3:06
  digital
• 3:06
  commerce
• 3:06
  was
• 3:07
  case
• 3:07
  studies
• 3:08
  for
• 3:08
  the
• 3:08
  application
• 3:09
  of
• 3:09
  retail
• 3:09
  media
• 3:09
  in
• 3:10
  store.
• 3:10
  And
• 3:10
  it
• 3:11
  was
• 3:11
  funny
• 3:11
  because
• 3:11
  the
• 3:11
  two
• 3:12
  he
• 3:12
  singled
• 3:12
  out
• 3:12
  were
• 3:13
  the
• 3:13
  Sam's
• 3:13
  club
• 3:14
  scan
• 3:14
  and
• 3:14
  go
• 3:15
  app
• 3:15
  and
• 3:15
  the
• 3:16
  caper
• 3:16
  cart.
• 3:16
  Yeah.
• 3:17
  And
• 3:17
  that's
• 3:17
  because
• 3:17
  you
• 3:17
  can
• 3:18
  actually
• 3:18
  measure
• 3:18
  the
• 3:19
  impact
• 3:19
  that
• 3:19
  both
• 3:19
  of
• 3:19
  those
• 3:20
  are
• 3:20
  having.
• 3:20
  So
• 3:21
  they're
• 3:21
  both
• 3:21
  a
• 3:21
  great
• 3:21
  conduit
• 3:22
  to
• 3:23
  achieve
• 3:23
  what
• 3:23
  you're
• 3:23
  trying
• 3:23
  to
• 3:24
  achieve,
• 3:24
  which
• 3:24
  is
• 3:24
  the
• 3:24
  personalized
• 3:25
  physical
• 3:25
  shopping
• 3:25
  experience.
• 3:26
  Right.
• 3:26
  But
• 3:26
  so
• 3:27
  the
• 3:27
  question
• 3:27
  to
• 3:27
  me
• 3:27
  still
• 3:27
  comes
• 3:28
  down
• 3:28
  to,
• 3:28
  and
• 3:28
  this
• 3:28
  is
• 3:28
  why
• 3:29
  it's
• 3:29
  great,
• 3:29
  because
• 3:29
  it's
• 3:29
  like,
• 3:29
  let's
• 3:30
  take
• 3:30
  the
• 3:30
  Pepsi
• 3:30
  challenge
• 3:31
  literally
• 3:31
  on
• 3:31
  which
• 3:32
  one
• 3:32
  of
• 3:32
  these
• 3:32
  ideas
• 3:32
  is
• 3:33
  best.
• 3:33
  Right?
• 3:34
  Sam's
• 3:34
  club
• 3:34
  sees
• 3:34
  30%
• 3:35
  adoption
• 3:35
  on
• 3:36
  scanning.
• 3:36
  Go.
• 3:36
  Like
• 3:36
  I
• 3:36
  said
• 3:37
  before,
• 3:37
  Capercart's
• 3:38
  adoption
• 3:39
  is
• 3:39
  growing,
• 3:40
  but
• 3:40
  it's
• 3:41
  still
• 3:41
  not
• 3:41
  at
• 3:41
  that
• 3:41
  level.
• 3:42
  David
• 3:42
  McIntosh
• 3:42
  said,
• 3:42
  what?
• 3:43
  In
• 3:43
  their
• 3:43
  best
• 3:43
  store,
• 3:44
  10%
• 3:44
  of
• 3:45
  transactions
• 3:45
  are
• 3:46
  going
• 3:46
  through
• 3:46
  the
• 3:46
  capercart.
• 3:47
  So
• 3:48
  my
• 3:48
  thought
• 3:48
  exercise
• 3:49
  is,
• 3:49
  you
• 3:49
  know,
• 3:50
  why
• 3:50
  doesn't
• 3:51
  a
• 3:51
  grocer
• 3:52
  have
• 3:52
  the
• 3:53
  guts
• 3:53
  to
• 3:53
  do
• 3:53
  what
• 3:53
  Sam's
• 3:54
  club
• 3:54
  is
• 3:54
  doing
• 3:54
  and
• 3:55
  go
• 3:55
  all
• 3:55
  in
• 3:55
  on
• 3:55
  the
• 3:55
  cart?
• 3:56
  Like,
• 3:57
  you
• 3:57
  could
• 3:57
  force
• 3:58
  the
• 3:58
  customers
• 3:58
  to
• 3:58
  use
• 3:59
  the
• 3:59
  cart.
• 3:59
  They
• 3:59
  could
• 3:59
  still
• 3:59
  use
• 4:00
  the
• 4:00
  cart.
• 4:00
  It's
• 4:00
  still
• 4:00
  a
• 4:01
  cart.
• 4:01
  Right?
• 4:02
  They
• 4:02
  don't
• 4:02
  have
• 4:02
  to
• 4:03
  use
• 4:03
  the
• 4:03
  screen
• 4:04
  if
• 4:04
  they
• 4:04
  don't
• 4:04
  want
• 4:04
  to.
• 4:04
  They
• 4:05
  can
• 4:05
  choose
• 4:05
  to.
• 4:06
  But
• 4:06
  I
• 4:06
  wonder
• 4:06
  if
• 4:06
  there
• 4:06
  are
• 4:07
  other
• 4:07
  fundamental
• 4:07
  things
• 4:08
  that
• 4:08
  are
• 4:08
  preventing
• 4:08
  grocers
• 4:09
  from
• 4:09
  taking
• 4:09
  that
• 4:09
  approach.
• 4:09
  It's
• 4:10
  an
• 4:10
  expensive
• 4:10
  cart.
• 4:11
  It's
• 4:11
  an
• 4:11
  expensive
• 4:11
  cart.
• 4:12
  You
• 4:12
  got
• 4:12
  to
• 4:12
  recharge
• 4:13
  the
• 4:13
  cart.
• 4:13
  You
• 4:14
  got
• 4:14
  it.
• 4:14
  There's
• 4:14
  nowhere
• 4:15
  to
• 4:15
  put
• 4:15
  a
• 4:15
  kid
• 4:15
  in
• 4:15
  the
• 4:15
  cart
• 4:16
  necessarily.
• 4:17
  Without
• 4:17
  an
• 4:17
  add
• 4:17
  on,
• 4:18
  there's
• 4:18
  no
• 4:18
  place
• 4:18
  to
• 4:18
  put
• 4:19
  the
• 4:19
  water
• 4:19
  bottles
• 4:19
  as
• 4:20
  well.
• 4:20
  The
• 4:20
  business
• 4:20
  model
• 4:21
  comes
• 4:21
  into
• 4:21
  play
• 4:21
  in
• 4:22
  terms
• 4:22
  of
• 4:22
  how
• 4:22
  instacarts
• 4:23
  work
• 4:23
  with
• 4:23
  the
• 4:23
  groceries,
• 4:23
  too.
• 4:24
  So
• 4:24
  there's
• 4:24
  all
• 4:24
  these
• 4:25
  factors,
• 4:25
  but
• 4:26
  I'm
• 4:26
  waiting
• 4:26
  for
• 4:26
  the
• 4:26
  day
• 4:27
  where
• 4:27
  someone
• 4:27
  gets
• 4:27
  as
• 4:28
  auditions
• 4:28
  at
• 4:28
  Sam's
• 4:28
  club
• 4:29
  and
• 4:29
  says,
• 4:29
  let's
• 4:29
  take
• 4:30
  this
• 4:30
  Pepsi
• 4:30
  challenge
• 4:31
  and
• 4:31
  see
• 4:31
  what
• 4:32
  happens
• 4:32
  here.
• 4:32
  Because
• 4:32
  I
• 4:32
  think,
• 4:33
  to
• 4:33
  your
• 4:33
  point,
• 4:33
  if
• 4:33
  people
• 4:34
  use
• 4:34
  it,
• 4:34
  yeah.
• 4:35
  They
• 4:35
  really
• 4:35
  like
• 4:35
  it.
• 4:36
  So
• 4:36
  let's
• 4:36
  get
• 4:36
  people
• 4:36
  using
• 4:37
  it.
• 4:37
  More
• 4:37
  people
• 4:38
  like
• 4:38
  it.
• 4:38
  They
• 4:38
  use
• 4:39
  it.
• 4:39
  The
• 4:39
  retail
• 4:40
  media
• 4:40
  payoff
• 4:40
  is
• 4:41
  there.
• 4:41
  40%
• 4:41
  of
• 4:42
  people
• 4:42
  are
• 4:42
  using
• 4:43
  the
• 4:43
  digital
• 4:43
  coupons
• 4:44
  from
• 4:44
  the
• 4:44
  cart
• 4:45
  that
• 4:45
  weren't
• 4:45
  before.
• 4:45
  Like,
• 4:46
  there's
• 4:46
  clearly
• 4:47
  an
• 4:47
  ROI
• 4:48
  there.
• 4:48
  It's
• 4:48
  just,
• 4:49
  how
• 4:49
  do
• 4:49
  you
• 4:49
  get
• 4:49
  the
• 4:49
  upfront
• 4:50
  capital
• 4:50
  to
• 4:50
  support
• 4:50
  it?
• 4:51
  And,
• 4:51
  and
• 4:51
  which
• 4:51
  grocer
• 4:52
  out
• 4:52
  there
• 4:52
  of
• 4:52
  all
• 4:52
  of
• 4:53
  you
• 4:53
  in
• 4:53
  grocery
• 4:54
  shop
• 4:54
  land
• 4:54
  are
• 4:54
  going
• 4:54
  to
• 4:55
  try
• 4:55
  it
• 4:55
  first?
• 4:55
  Chris
• 4:56
  dares
• 4:56
  you.
• 4:57
  I
• 4:57
  dare
• 4:57
  you.
• 4:57
  Yes.
• 4:57
  Right.